Wenzhou Footwear Breaks Out to Play "Innovation" Brand

“In 2012, China's footwear industry showed a trend of reshuffling. The footwear industry in Wenzhou is also facing challenges. Only by taking the path of innovation can we break through the difficulties and see the bright future.” July 4, 2012, Executive Vice President of Wenzhou Shoe Industry Association The Secretary-General Xie Yufang said in an interview with Tan Ru, an observer of the Chinese footwear industry.

Xie Yufang said that in the face of the slowdown in global economic recovery and fragile market confidence, the Wenzhou footwear industry could not shake off the global economic downward pressure, and it was difficult to achieve outstanding performance in 2012. The growth rate of foreign trade exports and sales revenue was Downward trend. However, the Wenzhou shoe industry will not fall. The trade associations are making active efforts to make a fuss about the transformation and upgrading and will lead the Wenzhou shoe-making industry to a higher level.

In fact, the entire Wenzhou footwear industry is in the midst of pain. According to the author's investigation, at present, more than 800 of the 2,761 Wenzhou shoe companies that pay taxes are currently in the state of suspension of production and semi-discontinuation. More than 30% of foreign shoe enterprises have stopped production. The year-on-year growth rate of foreign trade exports is about 0.8%. The situation is extremely grim, "zombie dilemma" like phobia spread in Wenzhou, how can Wenzhou shoe industry "to high-level development"?

Xie Yufang is not pessimistic. She believes that the development of Wenzhou footwear is something to be proud of. In 2009, foreign trade exports were 2.754 billion U.S. dollars; in 2010, foreign trade exports were 3.74 billion U.S. dollars; in 2011, foreign trade exports were 4.723 billion U.S. dollars. In the previous two years, Wenzhou shoe exports were able to increase by 1 billion U.S. dollars a year. What a remarkable increase this is. The growth rate was higher than that of some industries. Even if the growth rate was only 0.8% this year, the export contribution accounted for 28% of the total value of Wenzhou's exports, ranking first in the total value of various export commodities. Wenzhou is known as the "Chinese shoe capital," and the footwear industry is a pillar industry in Wenzhou. In 2011, the output value reached 83 billion yuan***. Xie Yufang firmly believes that there must be spring after the winter.

So, what does Wenzhou footwear rely on to cross the cold winter? Is it around the furnace heating or waiting quietly?

Xie Yufang revealed to the author: Wenzhou footwear is playing "innovation" brand. First, the Wenzhou shoe-making industry has created three "bases" and nine "platforms"; second, it is actively building a national-level foreign trade export demonstration base; and the third is the establishment of the Wenzhou Footwear International Technology Research and Development Center in September this year. The center does not engage in emptiness. It is led by the Wenzhou Shoe Industry Association. Depending on the enterprise, there are entrepreneurs and sales entities. The use of science and technology is mainly based. It plans to put into production in 2014. By that time, the footwear industry can achieve With the desire to liberate the labor force, only one or five skilled workers are required for a production line to realize science and technology footwear.

Xie Yufang said that the innovation of Wenzhou footwear industry is not only based on shoemaking technology, but its culture, brand, and industry structure are also innovating. Once upon a time, most of Wenzhou's women's shoes were branded in Chengdu and Guangdong. Over the past few years, the rapid rise of women's shoes brands such as India and India has made Wenzhou women's shoes more than Chengdu's. This has given people hope. The sales model and management model of the Indian bird brand are all good, but it is also necessary to take the road of science and technology footwear.